Although sacredness is usually associated with religion, consumer research has shown that everyday things and experiences – and their brands – can become sacred. We describe here how brand sacredness can be initiated through surprising pleasures and then be enhanced and developed through methods such as distinctive packaging, engaging rituals, and appealing or mysterious narratives. We illustrate this process with case studies of four sacred brands and two examples of using the properties of sacredness in social marketing.
About Rutgers Business Review
Robert M. Schindler
Rutgers University, USA
Robert M. Schindler is Professor of Marketing at Rutgers University in Camden, New Jersey. He has carried out studies of pricing and consumer motivation, with research papers appearing in publications such as the Journal of Consumer Research, Journal of Marketing...
Elizabeth A. Minton
University of Wyoming, USA
Elizabeth A. Minton is an associate professor of marketing at the University of Wyoming who conducts research on healthy and sustainable consumption as well as religion’s influence on consumers and business. She has over 65 peer-reviewed journal articles in outlets such...
Executive Insights: An Interview with Bill Imada, Chairman and Chief Connectivity Officer at IW Group
by Stacy Smollin Schwartz
I discussed the latest marketing trends with Bill Imada, Chairman and Chief Connectivity Officer at IW Group and the co-founder of the National Millennial Gen Z...
The Future of Marketing: Interview with Andrea Terrassa, Global COO Dentsu Creative and COO Dentsu Americas
by Francisco J. Quevedo
In the context of the 5th Annual RBS Marketing Summit, we interviewed the opening keynote speaker, Andrea Terrassa, Global COO of Dentsu Creative and COO of...